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You're relying on third-party data for your marketing research. How do you ensure its reliability?

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In the world of marketing research, you often find yourself sifting through heaps of data from various sources. Third-party data, information collected by entities not directly involved in your research, can be a treasure trove for insights. However, its reliability can sometimes be as uncertain as a weather forecast. Ensuring the accuracy and dependability of this data is crucial for making informed decisions that will steer your marketing strategies in the right direction.

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Coen Olde Olthof ??

Brand and Brain content for Effective Ads.

1 Verify Sources

When you're handed a stack of third-party data, think of yourself as a detective. Your first move is to trace the data back to its origin. Reliable data typically comes from reputable sources with a history of accuracy and credibility. You need to consider the original purpose of the data collection and whether the methodologies used align with your research needs. If the source has a clear bias or the methods are murky, the data might not stand up to scrutiny.

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Carol Godoy

Marketing | Inova??o | Vendas B2B | Novos negócios | Food, Farma e Suplementos l Linkedin Creator
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Sem duvida alguma essa é a principal e básica a??o a ser feita! N?o confie em matérias de jornal que saíram com os dados da pesquisa. Busque os originais

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2 Cross-Check Data

Once you've vetted the source, don't take the data at face value. Cross-reference it with other data sets to look for consistency. This is like getting a second opinion on a medical diagnosis; if two separate datasets tell a similar story, you're on firmer ground. Divergences can be telling too, prompting you to dig deeper or question the validity of the data. This step is about building a case for the data's reliability through corroboration.

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3 Update Regularly

Data is like perishable goods — it has a shelf life. What was true yesterday may not hold today. Ensuring that third-party data is current is essential because markets and consumer behaviors are constantly evolving. Regular updates to your data ensure that you're not making decisions based on outdated information. This might mean setting up alerts or regularly checking in with data providers to get the most recent updates.

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Carol Godoy

Marketing | Inova??o | Vendas B2B | Novos negócios | Food, Farma e Suplementos l Linkedin Creator
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Dados de mais de 2 anos, no mundo de hoje muitas vezes n?o s?o nem aceitos no mundo dos negócios. Por isso tenha em mente atualiza??o continua de dados básicos, necessários e vendáveis no dia a dia, e os demais, fa?a apenas sob demanda.

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4 Understand Limitations

Every dataset has its blind spots and limitations. Recognizing these is key to using third-party data effectively. Perhaps the sample size was small or the demographic doesn't quite match your target audience. By understanding what the data does not tell you, you can avoid overreliance on it and consider it within the broader context of your research. This self-awareness prevents missteps and misinterpretations.

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5 Assess Transparency

Transparency in data collection and analysis is like a window into the soul of your data. It allows you to see how the data was gathered, processed, and interpreted. A lack of transparency is a red flag; it means you cannot fully trust the data's integrity. Ensure that the third-party provides documentation or metadata that explains their processes. This transparency builds confidence in the data's reliability.

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6 Integrate Wisely

Finally, integrating third-party data into your marketing research is an art. It should complement, not replace, your primary data. Think of it as seasoning in a dish — it should enhance but not overpower the flavor. Use third-party data to fill in gaps, confirm trends, or provide additional context to your firsthand research. This balanced approach ensures that your marketing strategies are well-informed and nuanced.

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Carol Godoy

Marketing | Inova??o | Vendas B2B | Novos negócios | Food, Farma e Suplementos l Linkedin Creator
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O dado sempre estará ali, mas o destaque quem dá, é você. Com ética e coerência sempre, é possível dar luz e intepreta??o ao que mais se desejar

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Coen Olde Olthof ??

Brand and Brain content for Effective Ads.
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Validate how known changes and movements are being translated into this data. Let say you know in the summer you sell less of product A. See if what you already know also pops up in these data sets. If not think again. Use historical data to validate the data set / future.

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You're relying on third-party data for your marketing research. How do you ensure its reliability?

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1 Verify Sources

2 Cross-Check Data

3 Update Regularly

4 Understand Limitations

5 Assess Transparency

6 Integrate Wisely

7 Here’s what else to consider

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